What is Diversion?
If you don't know the answer to this question - you're not alone. Nine out of ten consumers do not know what diversion is. But you probably have witnessed it. Diversion is when products are sold in "unauthorized" places. For example, all genuine Redken, L'Oreal Professional, and Pureology products are sold exclusively in salons. But you might come across a few bottles in your local supermarket, drugstore, online or at a discounter. Salon professional products you find outside of a salon are considered to be "diverted."
Why is Diversion Bad?
Diverted products can be counterfeit, diluted formulas, or old, expired formulas that may not be safe to use. Redken, L'Oreal Professional, and Pureology state on all advertising, "Genuine Products Guaranteed Only In Salons." This means if you buy our products in a supermarket, drugstore or any other outlet other than a salon, are not guaranteed to be an authentic Redken or Pureology product that will perform as tested.
Who is Diverting Products?
Products are diverted by unauthorized distributors and salons or their employees, plus other dishonest individuals who see profit in piracy.
Unauthorized Sales Outlets
Any Mass Retailer
Any Mass Discount Store
Drugstore
Grocery Store
Online Purchases from non-L’Oreal Professional Salon Products Websites
Products Websites